E -Cession: WORNEN, IKEA and Division lead the omnicanal in Portugal, but the market is still facing challenges – business
Escaandinava report shows the origin Mixed scenario in Portugal, characterized by developments in digitization and advanced experience, but also the various challenges. Jose Joissa, partner and administrative director of the impact trading in Portugal, focuses on this “The Portuguese market is in a stage of transformation”With companies to invest a lot in omnicanal.
Although the Portuguese leaders are almost at the same level as the North leaders, a market that has a much stronger digital maturity, while others National companies “still have a long way”.
As is detailed by the official in a meeting with journalists in Lisbon, where Sabo Tech participated,Companies that cannot benefit from the new opportunities provided by technology, and the risks are left behind In increasingly digital panorama.
The other main challenge that companies face in Portugal is the difficulty of finding the right approach to the use of technologyThis is, in having strategies that can achieve more value, not only for the organization, but also for consumers.
According to José Balça, although companies have a great ability to collect data, a few know how to use them in a way that helps them get commercial visions of growth, but also to customize consumer experiences.
The allocation is another of the areas that companies need more betDefending the partner and director of Commerce Commerce in Portugal. In this field, Bring artificial intelligence tools new promises to dynamics, with the aim of hyperpinging.
Beyond customization, and IA can also be used in data enriching casesJose Plus explains. Impact Commerce has already has some pilots in this field in the northern European countries. As the responsible person indicates, the first results are positive, with the company in talks with customers in Portugal to advance with similar projects in the country.
Challenges in digital, customization and sustainability
According to the report data, Portugal is in a good position against other countries that have been analyzed (Belgium, Denmark, Sweden, Norway, the Netherlands and Finland), while investing brands in digitization and online ads.
Portuguese companies In front of foreigners in areas such as delivery per day in major cities, as well as the privacy and participation of data with consumers. Portugal also stands out in payments, focusing on fluid mobile payment solutions.
On the other side, There are challenges in the main areas, as in digital. Data show that Only 16 % of companies have been growing in their brand polls, which are more than 10 % in the past 12 months. In addition, only 61 % of organic traffic companies increased by at least 10 % last year.
Although Portuguese companies are betting on large social networks, they publish 90 % regularly, 57 % active on emerging platforms, such as tiktok.
Looking at integration in material stores opposite online stores, 24 % of brands allow you to display stock on the store on the site and 14 % have filters to show the products available locally only.
The report also It indicates the failure of speed in the mobile phone experience, as well as the ability to access the platform online. On the one hand, 61 % portable version of web sites is analyzed in less than 2.5 seconds. On the other hand, Only 8 % of the platforms have a 90/100 access.
Sustainability is also one of the areas where there are challenges. Only 6 % of the brands sell or the products have been repairedThe report indicates. Likewise, 6 % of the companies show the environmental footprint of products.
Commerce Impact wants to invest 10 million in Portugal
In addition to submitting its first report, which focuses on the Portuguese market, Impact Commerce also announces that it plans to invest 10 million euros during the next three years to expand its presence in Portugal.
According to Jose Plus, the goal passes through A bet on using new talents, with a special focus in the field of technologies.
The company, which has been present since 2017, indicates that, Over the past five years, she won more than 10 million euros In Portugal, After investing more than 7 million in the last three.
